Defining the Market Landscape for Metal Additive Manufacturing Platform

Created value proposition and business cases for new AM processes developed by Lincoln Electric.

The Challenge:

Lincoln Electric is a global manufacturing of welding products and cutting systems as well as a leading provider of welding education. According to its published financials, Lincoln cited its Automation Solutions portfolio – already contributing $360 million in revenue – as a major source of future company growth and a key focus for sustained investment, especially technologies which will shape the ‘smart factory’ of the future.

Lincoln Electric approached The Lanterman Group to develop a systematic evaluation which marries a deep technical understanding of additive manufacturing, the materials, and processes, with a robust and comprehensive assessment of commercial potentials.

The Outcome:

The Lanterman Group collaborated with Bush Consulting to use the Phased Approach to Commercialization, a best-in-class opportunity identification and capture methodology. The approach is proven to help companies quickly plan and generate profitability by exploiting the untapped value of companies’ nascent technology.

The Lanterman Group conducted a strategic assessment of the competitors and opportunities to ultimately identify over 75 applications and 7 business cases for the new AM platform.

With this information, Lincoln Electric was able to focus and prioritize R&D features to penetrate the market with a competitive advantage.